What: From November 30 to December 27th, retailer Big Lots will be running the CELEBRA BIG! holidays campaign featuring “El Chavo,” the animated character based on the beloved Mexican television personality created by Roberto Gómez Bolaños.
Why It Matters: Big Lots, which has over 1,400 stores in 48 states across the U.S., is making use of the iconic El Chavo character, licensed by Televisa, to connect with Hispanic, particularly Hispanic women. The campaign has TV, radio, video, and paid social components.
This year, Big Lots will be partnering with Blogsi Network (part of the Just Hispanics Group) to run an exclusively Spanish-language campaign and sweepstakes to target Hispanic Americans.
Blogsi Account Director Pacino Mancillas spearheaded the campaign’s strategy, commenting: “Our direct client, Jason Riveiro, is the multicultural manager at Big Lots. We were brainstorming ideas for the Holiday push and he came out with the idea of El Chavo ‘to connect’ with the hearts of our Hispanic shopper.”
To implement the campaign, Blogsi and Big Lots teamed up with Univision Communications Inc (UCI) and its Consumer Products division, which serves as the exclusive licensee of the El Chavo brand in the U.S. and has a full line of branded merchandise sold at retailers all over the country.
Targeting Hispanic Women in Spanish
CELEBRA BIG! features a sweepstakes giving away gift cards worth $2,500 and an accompanying gift basket. A winner will be selected at random once a week during the duration of the campaign. To register, participants will need to sign up with their name, phone number and e-mail address.
Mancillas added, “The goal of CELEBRA BIG! is to make a connection between the iconic Hispanic character and the Big Lots brand, while showcasing the store and products that we carry.” While building a Hispanic consumer database will be a welcome consequence of the campaign, Big Lots is focusing on transmitting the great value and variety of products that Big Lots offers. The retail chain is particularly targeting Hispanic women, and all content will be in Spanish.
The goal of CELEBRA BIG! is to make a connection between the iconic Hispanic character and the Big Lots brand, while showcasing the store and products that we carry.
The campaign will be featured on television, radio and digital; there will be four TV spots on Univision Network’s different channels featuring special offers and deals, four TV spots featuring the sweepstakes. On radio, banners and video spots featuring special offers as well as the sweepstakes will air on Pandora and Uforia. For digital outreach, the brand will be releasing a special CelebraBIG! Sweeps landing page and conduct social media coverage on all of their existing channels.
HAVAS Media is doing the buying, and Televisa, whose licensed products are represented by Univision’s Corporate Products division, provided support for the design, licensing and strategy “throughout the entire production phase,” Mancillas said. “Televisa has been a great partner for us for over seven years. We know them very well: they understand our target perfectly, therefore we knew that this would bring a lot of good to the table.”
For more information, visit the Big Lots Latino page.